4 shocking mobile app marketing stats you should know
How well do you know your industry? Knowing what others are doing can be beneficial in understanding the competitive landscape, gaining insights into wider trends, but also for tweaking your strategy.
Here we present 4 app marketing statistic that many people are not aware of. With each point we also include actionable tips to prevent you from making the same mistakes like others.
So let’s get to it!
1. Users convert 3 times more often in-app than on the mobile web
JackThreads, the online retailer of male clothing tested how well will deep linking help convert their audience to customers. Essentially, deep linking involves sending subscribers from their email or web to a smartphone or tablet within a mobile app they already downloaded, rather than to a mobile web page.
Currently, an overwhelming majority of retailers continue to link to their mobile website, despite their inability to provide the same high quality experience for users as apps can.
So how did JackThread’s deep linking test end? Their visitors converted three times more when sent to their app and not their mobile website.
This testing resulted in JackThread’s 21% revenue increase per email customer who downloaded their app.
The next obvious question of course is, what drove the increase of in-app conversions?
One of the key variables is the user experience offered by apps. The overall shopping experience is optimized for customers, from the speed of transactions, the smoothness of page transitions, to using the full power of a mobile device, rather than the web browser.
These findings have real-life impact on other apps? Firstly, you should think about how is your app coded, as around 80% of apps are not compatible with deep linking.
Secondly, we can expect that we will continue to see higher in-app conversions in contrast to mobile sites, at least until the mobile retail experience catches up with the quality of apps.
2. Your app is likely to lose 77% of its daily average users within the first 3 days
Consumer metrics, including app retention rates, are horrible. Only 26% of installed apps are ever used after the first use. If that wasn’t bad enough, you are likely to lose 77% of daily average users within the first 3 days, and 95% within 90 days.
This is of course not the case for all apps. A small number of apps, the top 10 to be precise, has much higher retention rate within the first days after install. After this period, the retention rate is similar to other worse performing apps. However given the relatively high amount of users after first few days, overall, the top apps have still more than 60% active users after 90 days.
There are some useful guides out there that will guide you to understand what apps will get download and shared a lot. However, in this case, it’s important to address how to make your users stay after first few days and app interactions.
The problem is that the user base of the vast majority of apps gets bored. One of the reasons for this is the constant bombarding of users with marketing messages. Both online and offline.
Therefore re-engaging your users must occur through core features of your app, rather than by showering them with more marketing messages.
You should forget the (rather annoying) messages such as: ‘we miss you’, ‘long time no see’ or ‘did we do anything wrong’. Instead, try the following:
- ensure that the user acquisition process is simple, and so is the continuous use of the app. This can be for instance achieved through simpler log-in via social media
- provide a unique experience through personalization
- make them more invested through app’s features so they don’t simply abandon it the next time
- offer incentives to use your app
The numbers speak for themselves. Retaining app users is progressively hard, so it’s essential to create apps not only with the main features in mind, but also with a clear strategy for user retention.
3. Only 40% of companies measure how many leads they generate from mobile apps
Just over a half of companies engaged in mobile-related business activities (including mobile apps and others) measure their return on investment (ROI) and user engagement, and only 40% measure the amount of leads.
To me, this was quite shocking.
User engagement and ROI are absolutely crucial aspects of understanding the effectiveness and success of the project as a whole.
Every good marketer should be close to obsessed with metrics in order to optimize and drive higher ROI. If you happen to fall to the ROI-conscious half of marketers, then you seem to be way ahead of more than 50% of your competitors and other businesses.
Having raw data however, is not enough. Understanding data patterns and gaining insight into numbers is the real driving force behind every successful project.
Fortunately, the same report from econsultancy and Adobe also found that 51% of companies use personalization and use A/B testing.
4. 45% of mobile app users dislike their app experience
The last study is also from Adobe, and similarly to point 1 above, Adobe looked at the satisfaction and user experience of retail users, comparing apps against mobile websites.
Here’s the caveat. Only 45% of mobile app users like the app experience, but 47% user like the mobile website. These findings go against the first study, as we’d expect many more people to like apps, or at least like them more than mobile websites.
This is not what the numbers show however, despite the fact that users tend to complete more purchases in-app.
What we can say from this data however, is that the majority of people are still not happy with their experience of retail apps and mobile websites too.
How can we then explain JackThread’s tripling of conversions? My guess (supported by their marketing team’s data interpretation) is that they offered much superior experience in the app.
Regardless of what is currently converting more in your business, it’s necessary to start optimizing both the app and mobile website. The data clearly shows that users are not happy, and unhappy users don’t spend money.
Keeping up with the latest trends and studies in the industry is extremely valuable. Not only will you keep a tap on the situation so you can react better, but you can also actively change how you approach business.
We shared with you 4 stats that should prompt anyone with interest in apps to think about how to cope with challenges accelerated by the competition and increasingly bigger and more demanding audience.